With more and more marketers seeking transparency in the complex process of programmatic buying, Havas Group recently launched their Client Trading Solution (CTS) to offer clients control and visibility over their advertising campaigns. Through the CTS dashboard, clients have the ability to track their programmatic campaigns and fees across demand-side platforms and exchanges in real time. Tobi Elkin’s latest article in MediaPost, “Havas Programmatic Dashboard Is A Step Toward Transparency”, touches on this movement towards demystifying the programmatic space, and we are pleased to share that commentary from Dilip DaSilva, CEO of Exponential, has been included.

“…Dilip DaSilva, CEO of Exponential, weighed in: ‘The reason there is pressure for transparent platforms in programmatic buying is to counter the erosion of trust between client and agency. However, providing transparent access to track programmatic spend, as seen by a trading desk or DSP, is only one peel of the onion.’

DaSilva continued: ‘There are many players in the supply chain, and simply providing access to the price paid doesn’t expose all the other ways in which an advertiser’s trust can be eroded.

‘The issues stemming from a lack of trust and transparency can be eliminated when marketers focus on results and create a competitive environment where multiple vendors are compared fairly based on performance. If any vendor, DSP, or trading desk is operating in a way that’s not aligned with the client’s best interests, this will be clear in the results.

‘The fact that transparency has become a requirement is an indication that clients haven’t set up a competitive environment where multiple players are competing to drive results for their brand. A highly competitive environment should be the requirement, with transparency delivered as an add-on. Still, this platform is a step in the right direction.’”